UTM (Urchin Tracking Module) parameters are snippets of parameter-value pairs appended to a URL after the question mark (?). Each UTM parameter begins with "utm_", followed by a keyword that represents the type of campaign information to be tracked (e.g., source, medium, campaign). The parameter is then paired with a value using an equals sign (=). For example: utm_source=google. Each UTM parameter must be paired with a specific value that you define to accurately track campaign performance.
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